L’Oréal Puts on a Bold Pink Performance with Its Quirky FlowerBomb Taxi
by: Antony Hampel
If you find yourself in busy London this winter, keep an eye out for a very special kind of taxi. In fact, don’t sweat it; it’s pretty difficult to miss as it happens. In August, beauty brand L’Oréal decided to indulge in a little flamboyance and unleashed the FlowerBomb taxi. This bright pink cab is currently lighting up the streets of Britain and giving consumers the chance to immerse themselves in a world of fragrance.
The aim is to promote its brand new Viktor and Rolf perfume. And it’s called, yes, you’ve guessed it – FlowerBomb. It isn’t a subtle marketing campaign, but it does have all of the things that fans of the brand love. It is girly, festooned with gorgeous colours, and it might just turn up in your town and take you and your mates for a spin.
For the moment, it is ferrying VIP beauty and fashion bloggers to key fragrance events around the capital. But L’Oréal has plans to take its big pink taxi on a special tour around the country so that shoppers can take a ride. The taxi itself started life as a very ordinary vehicle. It was purchased, as a former London cab and the interior was gutted and renovated.
There are more than a 1,000 fresh flowers inside the taxi, which is decorated with pink suede and leather. The idea is that it is supposed to be a visual representation of the FlowerBomb fragrance; an intense burst of nature and personality. It can’t be an accident that the driver in promotional photos has a whiff of male model about him. Well, they did say that the campaign was guaranteed to make ladies smile.
L’Oréal has been hitting all the right notes with its advertising recently. It also launched a campaign designed to support racial diversity, by showing consumers that there’s an L’Oréal foundation for everybody, no matter what their skin tone. This kind of message of inclusivity is particularly evocative right now, considering the resurgence of concerns about the future of multiculturalism in Britain.
The company has tapped into this with a simple advertisement that combines celebrity faces with honest, back to basics beauty standards. Together, with its FlowerBomb taxi, it is reminding consumers that the little things count. Gorgeous fragrances should smell like flowers. Your cosmetics should be made to suit your needs.